Diffusion of Innovation Everett M. Rogers, 1995 (4th edition)

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Diffusion of InnovationEverett M. Rogers, 1995
(4th edition)

• Diffusion is the process by which (1) an
  innovation (2) is communicated through certain
  channels (3) over time (4) among the members of a
  social systems.
• The Innovation an idea, practices, or objects
  that is perceived as new by an individual or
  other unit of adoption
• Communication Channels the means by which
  messages get from one individual to another
• Time innovation-decision process relative time
  with which an innovation is adopted by an
  individual or group innovations rate of
  adoption
• Social System a set of interrelated units that
  are engaged in joint problem solving to
  accomplish a common goal

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Process of Innovation Diffusion
Diffusion is the process by which an innovation
is communicated through certain channels over
time among the members of a social system.
(Rogers)

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5 Stages in the InnovationDecision Process

• Prior Condition
• Previous practice
• Felt needs
• Innovativeness
• Organization Norms

Communication Channels
1. Knowledge
2.Persuasion
3. Decision
4. Implement- ation
5. Confirm- Ation

• Perceived Characteristics
• Of the innovation
• Relative advantage
• Compatibility
• Complexity
• Trialability
• Observability

• Adoption Continued Adoption
• Later Adoption

2. Rejection Discontinuance Continued Rejection
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Characteristics of Innovation

• Relative Advantage perceived benefits
• Compatibility Perceived consistency with the
  existing values, past experiences, and needs
• Complexity perceived difficulty in understanding
  or using the innovation
• Trialability ability to experiment on a limited
  basis, pilot
• Observability visible results

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Adopter Categorization on the Basis of
Innovativeness
Deliberate
Skeptical
Respect
Traditional
Venturesome
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Adopter Categories

• Innovators Venturesome
• Obsession with new ideas, cosmopolite social
  relationship
• Early Adopters Respect
• Localites, opinion leaders, role models for
  potential adopters
• Early Majority Deliberate
• 1/3 of the group, takes longer to adopt new ideas
• Late Majority Skeptical
• 1/3 of the group, economical necessity, peer
  pressure
• Laggards Traditional
• The last to adopt an innovation no opinion
  leadership, past is the reference point, longer
  decision process

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Change Agents and Opinion Leaders

• Roles of Change Agents
• To develop a need for change
• To establish an information exchange
  relationship
• To diagnose problems
• To translate an intent to action
• To stabilize adoption and prevent discontinuance
• To achieve a terminal relationship
• Relationship with Opinion Leaders
• Informally influence others attitudes about
  innovation they have followers
• Leverage OL resources
• Demonstration

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Factors Determining the Rate of Adoption of
Innovations

• Perceived Characteristics of the innovation
• Relative advantage ()
• Compatibility ()
• Complexity (-)
• Trialability ()
• Observability ()
• Type of Innovation-Decision
• Optional
• Collective
• Authority
• Communication Channels
• mass media or interpersonal
• Nature of the Social Systems
• Norms, network interconnectedness
• Extent of Change Agents Promotion ()

Rate of Adoption Of Innovations
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Innovation in Organizations

• Leader Characteristics
• Attitude toward change ()
• Internal Characteristics of Org. Structure
• Centralization (-)
• Complexity ()
• Formalization (-)
• Interconnectedness ()
• Organizational slack ()
• Size ()
• External Characteristics of the Org
• System Openness ()

Organizational Innovativeness